Content

The unit will provide an overview of the key elements of the marketing process with an emphasis on integrating public relations and marketing strategies in the formulation of campaigns. Key elements of the marketing process to be examined include analysis of the marketing environment, consumer behaviour, marketing research methods and forecasting, market segmentation and the implementation of the promotional mix (advertising, sales promotion, direct marketing, public relations, personal selling). Particular attention will be drawn to the role of public relations in the promotional mix and to the concepts of relationship marketing and social cause marketing.

Assessment

Promotional Plan: Part A 2000 words 40%, Part B 3000 words 60%

Unit Fee Information

All Commonwealth Supported Place (CSP), fee paying undergraduate and pre-2016 commencing students

Unit fee information available soon

2016 commencing International and full fee paying postgraduate domestic students

Your units are priced based on the course you are enrolled in. Please refer to the current year's course entry to estimate the unit cost.

You can calculate the cost of each unit by using the following calculation: